Forty percent of 18-29-year-olds in the UK plan to drink more ready-to-drink cocktails this year, signaling a massive shift towards convenience. Campari Group has already responded, launching Aperol Spritz TO GO, a new RTD version of its popular cocktail, according to Harpers Wine & Spirit Trade News.
This surge in interest for convenient, pre-mixed cocktails clashes with the thriving high-craft, experiential bar scene, which continues to draw crowds with exclusive events.
The cocktail market is clearly segmenting into two distinct, yet coexisting, consumer experiences: mass-market convenience and niche, high-end craft. This polarization creates two distinct consumer identities—one seeking instant gratification, the other pursuing curated, high-effort experiences—with minimal overlap.
The Ready-to-Drink Revolution
RTD demand in the UK surged by 20% in the two years leading up to December 2025, reports Harpers Wine & Spirit Trade News. Forty percent of 18-29-year-olds in the UK plan to consume more RTDs this year, also per Harpers.
These figures confirm a clear demographic shift towards convenience and accessibility, especially among younger consumers. Major beverage groups are strategically leveraging established brands like Aperol Spritz, a calculated move to commoditize convenience and capture this growing market.
Craft Cocktails Still Reign in Exclusive Events
The North America's 50 Best Bars ceremony, scheduled for April 22, attracts significant industry attention, as detailed by Scout Magazine.
Around this event, Vancouver will host several pop-up events and bar takeovers featuring top bartenders from across North America, according to Scout Magazine. Such major gatherings and associated pop-ups prove artisanal craftsmanship and unique experiences remain vital to the cocktail world. The high-craft scene thrives on an 'event economy,' relying on exclusive, limited-time pop-ups and international bar takeovers to create aspirational, experiential value.
